Fly Dubai – Creative Brief

Creative Advertising & Promotion
MKT3125
2018 - 2019
Coursework 1: Creative Brief Re-sit
Project Title: Fly Dubai
Module Number MKT 3151
Tutor: Maya Moussly
Name: Mohammed Ismail Shah
MISIS No:M00632713

Fly Dubai – Creative Brief
Project Overview: This project is aimed at showcasing the lower ticket prices of fly
Dubai, which is something that competitors of this brand have not done very
consistently. The purpose is to portray the brand as being an affordable one.
Proposition: While competitors of fly Dubai are focusing more on the service and
quality of travel, this is a perfect opportunity for the company to be able to portray
its relatively cheaper prices through the use of humor.
Background: Fly Dubai has only been taking up a market share of 24% in Dubai,
which is the reason why it has to come up with a strategy to increase its market
share. It is for this reason that it must come up with the benefit that it has, which is
cheap ticket prices.
Objectives: The objective of this campaign is to portray the brand as a brand that
offers high quality services at cheaper prices. In other words, people should take
away that fly Dubai has nearly equal quality features as those of the other giants in
the market, and at a cheaper price, with the big idea, “Save money with flying
colors.” The big idea means that consumers would be able to save a lot of money if
they choose to fly with Fly Dubai, rather than other airlines. Flying colors refers to a
symbolism for flying.
Target Audience: This campaign would be aimed at the business and working-
class people who have the need to travel once in a while and have an annual
income of AED 35,000-75,000. These people require to save money from their
frequent travels, as it takes a lot from their income. The target audience requires to
understand the fact that Fly Dubai is cheaper than other airlines and hence, choose
it over the other competitors.
Current perception: The target audience currently believes that the airline
service is affordable, reliable, and provides for quality service.